Move to the top of Google search results
Pay-per-click (or PPC) is an advertising model whereby advertisers pay a digital platform owner, like Google, each time somebody clicks on their ad. If you’ve seen ads appearing above organic (i.e. unpaid) search results on Google you’re already familiar with PPC. Other forms of PPC include display ads, usually in the form of banner ads and remarketing.
Generally, PPC advertisers bid against other advertisers in real time auctions to place their ads more prominently. Auction results are determined by a complex set of algorithms which analyse and score a variety of factors. This means that simply bidding the most money for a particular ad placement will not guarantee you the position that you desire.
Making money from PPC can be tricky
You have to remember that people only read what’s of interest to them. Sometimes, that will be an ad. Making money from PPC advertising requires a variety of skills in addition to knowing how to use the various PPC platforms. Often, those additional skills are the least appreciated and understood by advertisers.